Día de los Muertos Kitchener was a branding project for a cultural event aimed at creating a unique and memorable visual identity by blending genuine cultural elements with a handcrafted aesthetic. The main challenge was developing a recognizable brand without relying on common visual clichés, such as skulls, in line with the client’s request. At the same time, it was important to incorporate meaningful symbols of Mexican culture. Additionally, the client requested the integration of key aspects of their existing brand identity to ensure consistency across all visual communications.
During my research, several key elements stood out, including the use of vivid colors against dark backgrounds, the Mexican street sign aesthetic, a hand-drawn and organic feel, the presence of important cultural motifs such as butterflies and the sacred heart, and the symmetrical and repeating designs commonly seen in folk art.
Following the concept of dark backgrounds with bright colors, I integrated the client’s yellow, green, blue, and orange tones to stay on-brand, and added red and pink to enhance vibrancy and create a more balanced palette.
The chosen typography blends a hand-drawn logo inspired by the "Marones" font — which evokes the look of traditional Mexican signage — for a crafted aesthetic, "Ok Noted" to enhance the handmade feel for the highlights, and "Archivo" — one of the client’s branding font — that ensures consistency and clear readability in the body copy.
The design draws inspiration from the monarch butterfly’s wing pattern, where each section fits together like a jigsaw puzzle. At its core is the butterfly itself, used as the central visual element. Subtly woven into the design is the sacred heart - a timeless symbol of Mexican culture. The mix of these handcrafted elements creates an authentic aesthetic, capturing the spirit of the event.
Here’s a peek at how the visual identity came to life — from signage to atmosphere — capturing the energy, color, and spirit of the experience.
